Louis Vuitton picks Wuhan in China for global exhibition launch – a sign of confidence in world’s biggest luxury market

The city in central China where the Covid-19 coronavirus was first identified is the first place in the world to host a new exhibition by the No 1 luxury brand

After a strict lockdown to stop the spread of the virus, Wuhan is nearly back to normal, and Chinese luxury consumers have been spending with a vengeance

Reading Time:2 minutes

Published: 11:29am, 2 Nov 2020Updated: 11:29am, 2 Nov 2020

Luxury brand Louis Vuitton, the crown jewel of LVMH, the largest luxury group in the world, chose the Chinese city of Wuhan as the first stop for its new global travelling exhibition, “See LV”.

The capital of Hubei province, Wuhan, which has a population of more than 11 million, came to the world’s attention early this year as the place where the Sars-CoV2 coronavirus was first identified.

After one of the strictest lockdowns in the world, the city has returned to something approaching normality, with businesses reopening and people going about their daily lives as if the virus outbreak were a distant memory.

During the summer, pictures of thousands of maskless partygoers at a water park in the city went viral on social media. Wuhan was also the most visited place in China during the recent “golden week” national holiday.

In an announcement about the exhibition, Louis Vuitton calls Wuhan “one of China’s most important cities” and “rich in cultural and historical heritage”.